Brand Resonance in 
the Indian market 
Prof. Sameer Mathur, 
Ph.D. 
© Sameer Mathur 1
Overview 
Raymond Group Company Overview 
Marketing Startegy 
Resonance 
• Drive for Passion 
© Sameer Mathur 2
Sameer Mathur 
Indian Institute of Management, 
Lucknow 
Marketing Professor 2013 – 
Marketing Professor 2009 – 2013 
Ph.D...
Evolution of Raymond 
© Sameer Mathur 5
Raymond’s Brands 
© Sameer Mathur 6
Brand size 
© Sameer Mathur 7
Exclusive Brand outlet 
© Sameer Mathur 8
Exclusive Brand outlet 
© Sameer Mathur 9
The discerning upper echelon 
10 
Top end- 
Chairman’s 
collection 
Polyester blend 
For middle class 
© Sameer Mathur
Marketing Strategy 
11 
Nation-wide network 
Suiting materials 
Readymade apparels 
Tailoring services 
© Sameer Mathur
A Must Visit 
Wedding 
Plan 
Business 
Deal 
Abroad 
Job 
Interview 
© Sameer Mathur 12
Resonance 
a) Loyalty 
b) Community 
c) Attachment 
d) Engagement 
Resonance 
4. RELATIONSHIPS = 
What about you and me? 
...
Resonating with the audience 
14 
Slogans that resonate with the times 
“Guide to the well- dressed male” 
“The Complete M...
Drive for Passion 
15 
To delve deeper into the life 
of its Complete Man 
A feeling of community 
Facebook & Twitter 
Peo...
Resonance 
a) Loyalty 
b) Community 
c) Attachment 
d) Engagement 
Resonance 
4. RELATIONSHIPS = 
What about you and me? 
...
Summary 
Raymond Group Company Overview 
Marketing Startegy 
Resonance 
• Drive for Passion 
© Sameer Mathur 18
Credits 
http://www.raymondindia.com/oc_mile.asp#.Up7bXcSnq8o 
http://www.raymondindia.com/off_brnd.asp#.Up7bhMSnq8o 
http...
Over 1 Million views 
from more than 100 countries 
Prof. Sameer 
Mathur 
Top 1% most viewed 
Over 250 presentations on 
M...
Brand Resonance by Raymond India
Brand Resonance by Raymond India
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Brand Resonance by Raymond India

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Transcript of "Brand Resonance by Raymond India"

  1. 1. Brand Resonance in the Indian market Prof. Sameer Mathur, Ph.D. © Sameer Mathur 1
  2. 2. Overview Raymond Group Company Overview Marketing Startegy Resonance • Drive for Passion © Sameer Mathur 2
  3. 3. Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 3 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 3
  4. 4. Raymond Group One of India's largest branded fabric and fashion retailer, with some of the best brands in its portfolio Eight decades old Group, in operation since 1925 Integrated across the value chain One of the largest exclusive retail networks in the textile and fashion space in India © Sameer Mathur 4
  5. 5. Evolution of Raymond © Sameer Mathur 5
  6. 6. Raymond’s Brands © Sameer Mathur 6
  7. 7. Brand size © Sameer Mathur 7
  8. 8. Exclusive Brand outlet © Sameer Mathur 8
  9. 9. Exclusive Brand outlet © Sameer Mathur 9
  10. 10. The discerning upper echelon 10 Top end- Chairman’s collection Polyester blend For middle class © Sameer Mathur
  11. 11. Marketing Strategy 11 Nation-wide network Suiting materials Readymade apparels Tailoring services © Sameer Mathur
  12. 12. A Must Visit Wedding Plan Business Deal Abroad Job Interview © Sameer Mathur 12
  13. 13. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 13
  14. 14. Resonating with the audience 14 Slogans that resonate with the times “Guide to the well- dressed male” “The Complete Man” “Feels like Heaven” “Feels like Raymond” © Sameer Mathur
  15. 15. Drive for Passion 15 To delve deeper into the life of its Complete Man A feeling of community Facebook & Twitter People share stories about their passion Winners gets a chance to ride in the T-REX bike © Sameer Mathur
  16. 16. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 16
  17. 17. Recent Awards 17 Most Admired Companies in India, 2013 Most Innovative Retailer of the Year, 2012 Best Consumer Packaging in Asia, 2012 Most Admired Menswear Brand of the year, 2009 © Sameer Mathur
  18. 18. Summary Raymond Group Company Overview Marketing Startegy Resonance • Drive for Passion © Sameer Mathur 18
  19. 19. Credits http://www.raymondindia.com/oc_mile.asp#.Up7bXcSnq8o http://www.raymondindia.com/off_brnd.asp#.Up7bhMSnq8o http://www.raymondindia.com/cr/raymond_cp_13.pdf http://www.raymondindia.com/oc_achvmt.asp#.Up7cxcSnq8o http://economictimes.indiatimes.com/news/news-by-industry/ services/advertising/raymond-goes-digital-with-drive-for-passion-campaign/ articleshow/26526755.cms https://apps.facebook.com/driveforpassion/?fb_source=search&ref=br_tf http://www.raymondindia.com/cr/raymond_cp_13.pdf https://www.youtube.com/watch?v=87lrVrz3Pv0 https://www.youtube.com/watch?v=ThODVBpIqnA K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON © Sameer Mathur 19
  20. 20. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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